"These plans empower anybody who wants to call their own investment shots," says Charles Carlson, editor of DRIP Investor newsletter in Hammond, Ind. "They're easy and convenient, and you save on commissions. But the most important thing is they let you tailor an investment strategy to your own situation."

The plans are striking a chord with investors. From novices who want to dabble in the market to financiers who want to maximize every dollar, people are flocking to the programs.

A year ago, Exxon unveiled a DRIP with IRA packages and automatic bank drafts. The Irving-based oil firm has attracted nearly 200,000 participants.

"Many of these people have never invested in the stock market before," says Michele Barnes, manager of shareholder relations at Atmos Energy Corp. in Dallas. "Many are buying just a few shares a month, but they feel like they're getting a lot of bang for their buck."